The client

A large multi-national company in the medical technology field wanted to launch a new B2B and B2C marketing effort to increase its market share.

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Challenges

• A wide information gap existed regarding knowledge, attitudes, brand image and brand loyalty in light of competitive offerings.

• They wanted recommendations for a game-changing marketing strategy.

 

Solution

• Qualitative marketing research was conducted with 3 key target groups in major cities across the country.

 

Results

Insights from the research were used to make recommendations for a new approach to the market:

• Consumer and customer segmentations were developed.  Profiles were developed for each segment, as well as associated messaging.

• A disruptor go-to-market strategy was devised, with PUSH and PULL components.

• An umbrella strategy for the brand was developed, which involved patient advocacy and community leadership.

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